Premier Sign Systems, no. 48

Some businesses succeed by finding a niche service or product and doing just that. Others try to capture an entire category. That’s how Premier Sign Systems has managed to grow so much that it needed larger quarters twice in the last six years and made the Rochester Top 100 list for the first time.

The Rochester Top 100 is a program of the Rochester Business Alliance and KPMG.

Premier Sign designs and makes signs and also installs and services them. Here’s an interview with the company’s owner and CEO, Jeffrey Sherwood.

Q. Please tell us how your company got started.

A. Premier Sign was started in August of 2004 with two employees as a service and installation sign company. After a large local sign company closed, I decided to use my 16 years experience and, with five talented individuals, bring Premier Sign to the next level.

Q. What did you do to stand out from other sign-making and installing business?

A. We decided in late 2006 to lease a 14,000-square-foot building in the Holleder Technology Park. This building was three times the size of our original building on Ajax Road. We felt this move would better service our current and growing customer base by becoming a full-service company. We are one of a few in this region that offer everything from design to fabrication as well as service and installation all under one roof. The ability to have in-house fabrication was a key factor to the continued growth of the company because it let us set the standard for quality workmanship we wanted for our clients.

Q. Could you describe your clientele?

A. Our clientele ranges from the sole proprietor to the large national companies located throughout the United States. We’re privileged to provide signage and awnings for numerous local, regional and national businesses including financial institutions, colleges, universities, health care centers, municipalities, manufacturing companies, developers, realty companies and contractors. We also provide signage and awnings to national retail chains.

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Q. Why is signage a business in itself, rather than something performed by contractors who build or renovate commercial buildings?

A. From my perspective, the sign business is a business in itself because it is a combination of many trades in one. We are a unique group of talented individuals who work on a project from concept to completion on all of our customers’ identity needs.

Q. What’s the latest fashion in signs?

A. The sign industry has always been a custom industry, but lately we have noticed that our customers are looking for an even better way to stand out from their competitors. They are looking for their signage to be even more unique to incorporate their brand image. Some customers are now looking for a three-dimensional look. Other trends include the increased use of digital printing incorporated into the signage as well as multiple other uses. We also see the use of more electronic message centers.

Q. With the economy the way it has been, lots of businesses are holding back on capital improvements. How has that affected your business?

A. Traditionally, most retailers still invest in signage to enhance their image even during difficult economic times. Customers understand that signage is an important part of advertising and market strategy. Fortunately, our business has not been significantly impacted by the downturn in the economy; sales have continued to grow annually.

Q. Similarly, how have you managed to grow in this economic climate?

A. I would have to credit everyone within our organization. We are a team of people (almost like a family) and everyone shares the same vision. There are processes set in place to ensure quality while reducing waste, and thereby reducing costs.

Q. How far do you go geographically for business?

A. Our local install crews service a 150-mile radius of Rochester, which includes the cities of Binghamton, Syracuse, Watertown and Buffalo and all areas of the Southern Tier. Additionally, we manufacture and ship nationwide.

Q. What had caused you to move recently?

A. With our previous lease coming to term and the continued growth of the company, this required the need to add more employees, equipment and space. This became the determining factor for us to purchase our own 22,000-square-foot modern manufacturing facility at 10 Excel Drive. We chose this location because it is central for many of our customers and convenient to expressways. The city of Rochester and M&T Bank were very helpful and played a significant part in our decision to purchase and grow in the city.